Kelloggs Special K Tells Women To Remember You

Kelloggs Special K breakfast cereal is being promoted in Australia with “Remember You”, an advertising campaign aimed at women who are low on their own lists. Somewhere below doing the laundry, making the beds, paying the car insurance. Are women more important than socks? Why do we get up early for a meeting but not a walk? Why do we happily spend hundreds on our boyfriends but can’t justify blueberries for our cereal? Why do we say yes when we want to say no? Why do we choose the burnt chop? Because we put ourselves last.

Remember You Web Site promoted in Special K TV ad

“Being selfish used to be the worst thing you could say to a woman. But we’re going to celebrate it. Because doing something for yourself feels good. And if you feel good, you’re a better friend, a better mother, lover, workmate. You’re a a better you. So exercise, eat well, and feel good. Special K. Remember You.”

That’s the message put out by Kellogg’s Special K on Australian televisions, linking with a microsite, Click on the image below to play the video.


The Kellogg’s Australia Remember You campaign was developed at JWT, Sydney, by copywriter Liz Montgomery and art director Justin Metcalfe. Media was the responsibility of Mindshare.

Filming was directed by Glendyn Ivin via Exit Films, with producer Jane Liscombe and director of photography Robert Humphreys.

Online editor was Jon Holmes at Tide. Sound was the responsibility of Craig Conway at Sound Lounge.

Australian Survey Results

The campaign comes after Kellogg’s commissioned a survey of Australian women in November 2006. The national campaign, conducted by Galaxy Research, found that 98 per cent of Australian women aged 18 and over place themselves at the bottom of the list after all of their other priorities, with 81 per cent saying they feel stressed because they don’t have enough time for themselves.

The survey found that as many as 3.5 million Australian women feel that the sacrifices they make for their families are not always appreciated. 79 per cent do most of the housework in their household (even 74 per cent of women working full time) and 73 per cent say they never have enough time to get everything done.

Remember You Tips

Kellogg’s provide five key ‘Remember You’ tips:

1. Don’t skip meals and don’t deprive yourself. The key to success is balance, variety and moderation
2. During your work day try to get out for a brisk 10-20 minute walk at lunch time
3. Try to get a good nights sleep
4. Remember to eat regular meals and have breakfast every day
5. Remember to take time out for yourself and relax on a regular basis